Sensory marketing

I have come across a couple of stories this week which might provide a bit of light relief for students deep into their BUSS4 preparation, and might also be worth filing away to be used next year when thinking about novel approaches to marketing. They both have to do with supermarkets needing to find ever-more imaginative ways to promote their goods in a saturated market.

The first comes from the magazine ‘The Week’ on their ‘It must be true - I read it in the tabloids’ page. A local supermarket in the USA has erected the nation’s first scented billboard - it has fans which ‘waft the odour of charcoal, meat and black pepper over the road’ as you drive past. Harald Vogt of the Scent Marketing Institute says that ‘It will definitely catch your attention because you have to breathe’ - you have to agree with the man.

Meanwhile Tesco has launched a singing sandwich. Its a limited edition item for the World Cup - a jalapeno chicken sandwich in a wrapper that sings ole ole ole to you when you open it. Professor Joshua Bamfield from the Centre for Retail Research said he thinks the product will be successful, as people are embracing the World Cup more than ever this year. I would suggest that its success may depend more on other external factors, like how the England team fares in South Africa. Apparently the idea for the recipe is based on the England team’s spicy diet - I will avoid the obvious comments about that after the result against Algeria last night, but simply suggest that as this is a limited edition item, you may need to get down to Tesco before Wednesday if you want to sample it.

Revision Presentation - Marketing Mix: Introduction to Promotion [17 May 2012]
Marketing analysis: the UK supermarket battleground [3 May 2012]
Brand Logos (there’s an app for that) [20 Apr 2012]
Simple solutions to everyday problems - Spanx [11 Mar 2012]
The 7p Valentines Day Card [1 Feb 2012]
Crazy Frog-Great example of a targeted marketing mix? [28 Jan 2012]
WiiU- How a strong brand name could confuse the customer. [28 Jan 2012]
Nationwide gets “Streetwise” with it’s marketing [17 Nov 2011]
Promotional Pricing at its Worst [7 Nov 2011]
Revision Quiz - Marketing: Promotion [1 Nov 2011]
The Marketing Mix Song [10 Oct 2011]
Virtual shopping - Tesco in South Korea [6 Oct 2011]
The tattoo - advertising for life! [9 May 2011]
Using Chucklevision to Teach Business [8 May 2011]
Booming Billboards [27 Apr 2011]
Extreme icecream [1 Mar 2011]
The Business Studies of Angry Birds [22 Feb 2011]
Revision games - Marketing Basics (True / False) [16 Feb 2011]
Q&A - What is personal selling and merchandising? [2 Jan 2011]
Q&A - Outline the role of public relations and sponsorship in promotion [2 Jan 2011]
Q&A - Describe the main features of advertising as a method of promotion [2 Jan 2011]
Q&A - What is the difference between “above” and “below the line” promotion? [2 Jan 2011]
Q&A - What are the main aims of promotion? [2 Jan 2011]
Q&A - What is promotion? [2 Jan 2011]
Q&A - Outline the main methods of sales promotion [2 Jan 2011]
Q&A - Describe the main ways direct marketing is used in promotion [2 Jan 2011]
Q&A - Should a business use a “loss leader” as part of its pricing tactics? [31 Dec 2010]
Promotional tactics on social media under scrutiny [13 Dec 2010]
The foods that make billions [23 Nov 2010]
Revision Crossword - Promotion Basics [6 Nov 2010]
Pricing Strategy - Mobile Data Networks [14 Sep 2010]
37 Ways for a Business to be More Competitive [24 Aug 2010]
Lesson Worksheet - Marketing Mix: Promotion Basics [1 Aug 2010]
Tyrrells Entrepreneur Does it Again - with Vodka! [14 Jul 2010]
The Marketing Mix Challenge in reaching the Muslim Market [13 Jul 2010]
The Business of Festivals [8 Jun 2010]
BUSS4 UK Recession - More Profit & More Customers - How Sainsburys Did It [25 May 2010]
The dangers of focus on one product [9 May 2010]
Marketing at Jaguar - Presentation to Download [2 Apr 2010]
Market share gains for the fizzy pop Scots [22 Mar 2010]
Marketing strategy in a recession - is attack better than defence? [17 Feb 2010]
The Museum of Brands - well worth a visit [14 Feb 2010]
Revision Quiz - Marketing Mix (20 Questions) [12 Feb 2010]
Product, pricing and profitability in a changing market [20 Jan 2010]
Philips returns to the 4 Ps of marketing [15 Jan 2010]
BOGOF becomes BOGOFL (or BNFNT) [18 Nov 2009]
Packaging as part of the marketing mix [30 Sep 2009]
Online retailing fluctuates [24 Sep 2009]
Promotion under fire as BMA calls for ban on drinks marketing [8 Sep 2009]
Using Celebrities In Adverts [18 Aug 2009]
Video case study - football shirt sponsorship under pressure [25 May 2009]
Q&A - Where does packaging fit into the marketing mix? [1 May 2009]
Q&A - What makes for a successful or effective marketing mix? [1 May 2009]
Q&A - What goes into the “marketing mix”? [1 May 2009]
New product development creates waves in the pool [17 Aug 2008]

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